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The Sport Product: Elements, Development, and Positioning

Explore the unique elements of the sport product, its development process, product positioning, image, and branding in successful sport marketing. Learn how the game form, players, equipment, venue, and extensions enhance the overall experience.

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The Sport Product: Elements, Development, and Positioning

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  1. chapter7 The Sport Product

  2. Objectives • To recognize the elements of the sport product that contribute to its uniqueness in the wider marketplace of goods and services • To learn the process involved in product development as well as its relation to the concept of the product life cycle • To understand product positioning, product image, and product branding and their roles in successful sport marketing

  3. The Sport Product • The sport product is any bundle or combination of qualities, processes, and capabilities that a buyer expects will satisfy wants and needs. • It is inconsistent in nature. • The game itself is only a small part of the ensemble. • The sport marketer has little control over it.

  4. The Event Experience:The Core Element • Game form (rules or techniques) • Players • Equipment • Venue

  5. Product Extensions: Those Things That Enhance the Experience • Coaches • Tickets • Luxury boxes • Programs • Video screens • Music • Memorabilia • Mascots

  6. The Game Form • Rules and techniques • Special features that may make a sport product especially attractive to certain consumers • Individual moves

  7. Star Power • A presence that transcends the actual playing. • Today's players, coaches, and owners are extended beyond the event. • Star talent, or its absence, can make or break entire leagues. • Sponsors are keys to broad product extension.

  8. Equipment • Needed to compete • Tangible • Enhances experience • Demonstrates affiliation • Separates players from nonplayers

  9. Venue • It is the place for distribution. • Teams and franchises are closely aligned with their venues. • Memories are created. • Communities are created. • It provides significant revenue streams during and outside of game days.

  10. Personnel • Point of contact for customer • Disney’s guest-centered philosophy • Emphasize common courtesy. • Make "extratransactional" encounters with customers, beyond what they normally expect. • Be proactive. • Increase complaints. • Develop a theme and a consistent ethos of service that cascade through the venue. • Incorporate personnel procedures and training into company policy.

  11. The Ticket and Other Print and Electronic Materials • Tickets used both as a promotional tool and as a source of revenue • Personal seat licenses • Programs • Magazines • Newsletters • Web sites • DVDs

  12. The Organization All elements of the product are under one umbrella.

  13. Sport Product Strategy • Differentiation • Product development • Product position • Brands and branding

  14. Production Differentiation:WNBS vs. ABL • Markets and venues • Star appeal • Television • Season of play

  15. Product Differentiating • What makes one product different from another • LPGA tournament vs. NFL game • Game form • Viewing situation • Proximity to action • Interaction with players

  16. Product Development • Generation of ideas • Screening and implementation of ideas

  17. Product Innovations • Relative advantage of the new product over old preferences • Complexity or difficulty in adoption and use • Compatibility with consumer values • Divisibility into smaller trial portions • Communicability of benefits

  18. Positioning • It is how customers locate proposed and present brands in the market. • It defines the market that will be targeted. • It assists the sport marketer in understanding how customers see their market. • Based on that information, the marketer can maintain position or attempt to reposition the product.

  19. Sergio Zyman: Managing the Five Images of Any Organization or Product • Trademark imagery • Product imagery • Associative imagery • User imagery • Usage imagery

  20. Perceptual Mapping • Select two attributes of product. • Place each on an axis. • Pool consumers to rate product on attributes (scale of 1 to 10). • Information will assist in determining product position in the market.

  21. Potential Attributes • Level of excitement • Price • Proximity to action • Level of performance • Authenticity • Affiliation • Socialization

  22. Brand Equity • Name recognition or awareness • Strong mental or emotional associations • Perceived brand quality • Strong customer loyalty

  23. Product Life Cycle • Introduction • Growth • Maturity • Decline

  24. Speculations About Sport Product Life Cycles • Game forms that enjoy any kind of maturity seem to be resistant to decline. • Teams and franchises have much more volatile and unpredictable cycles than those of their overall sports. • Equipment cycles appear more technology- driven than apparel cycles. • Apparel cycles blend the more stable trends in game forms with wide fluctuations in fashion.

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